I was hoping to write this with an optimistic pen, more for my brethren spin-doctors who would now be carefully going over their poll adjectives. But alas, as my layman calculations gather more common sense, I realise that the days ahead for those strategising the campaigns look paved with fire and brimstone. It?s not going to be pizza delivered in 30 minutes. The road to redemption is as forked as lightning, and black with thunder. While the interim Budget hasn?t really disappointed anyone who predicted the populist direction, I can already hear the gathering groans of an aching economy. Despite the fact inflation has calmed down, essentially driven by cheaper fuel, the evil financial monster fed on the subprime disaster, is already spewing out pink slips across the corporate world.
The innards of the Budget don?t seem to insulate modern India and its purveyors from the bloodthirsty tentacles of the slithering financial octopus. On the other hand, the Budget seems to have done all it can without going overboard to resuscitate rural and agricultural India. But whether they will be able to power the engine and carry India to the future is open to debate. So, now that the dice has been cast, and the UPA government has overtly pointed its radar away from urban India, what does tomorrow augur for my brethren?the politically insufficient copywriters?
But before I do that, let me underline the following. The troubles and the demands that our country poses to any government are far from fair. And in all these years, there have been very few, if any, governments that have come back to power on the basis of 100% performance. Come to think of it, I don?t think any government can deliver our country from its incredible challenges. The promise of a fantastic nation on a par with the world?s finest will remain a dream, and we would be foolish to imagine that reality is around the corner. It is ironic that the great country that we are all building together will never be ours. We would all be gone. The only saving grace perhaps is that after 100 years, a completely new generation might be able to reap our sweat.
According to me, five years may be just about enough to get an overview of the general direction the country heading towards. Nothing more is humanly possible, in this land of a billion people and a zillion issues. Incumbency, therefore, will be certain. The lot of the aam aadmi hasn?t got any better, and it will be ages before he smiles in his sleep. No election campaign programme can really offer any panacea without running the risk of being riddled by the poor aam aadmi and the snapping jaws of the media dragon. Our current destiny is unfortunately more complicated than just preparing for the recession and its implosions in the employment arena. Around 70% of our people look up to the skies for abundance from the Rain God. There?s no party that can guarantee a fat monsoon.
More than half of us are young and definitely restless. What can any government do to ensure that their wallets remain full around the year? Besides these mega issues, the advertising agencies need to include the impact of some other issues that made life sadder. The Bihar floods and its massive damage bill; the ugly communal problems that violated Orissa; the anti-north Indian rhetoric that made Mumbai the antithesis of its cosmopolitan spirit; the moral police who have a say in my freedom; the bombs that went off across India killing precious and innocent lives; the 26/11 incidents that underlined the insecurity of the common man and the frightening impotence of our anti-terrorist machinery; the fragile peace that exists between us and Pakistan…
And this isn?t the end of the list. There are more issues. More questions. Will I be safe in my country? Will I have the freedom to marry whom I want to? Can I live and work anywhere in India? Can I practise any religion I want to? Why am I questioning the basic rights that my Constitution has given me? Pity, that we are a secular democracy, and yet I have to ask these questions. And that too when ruled by a government that?s a fine mix of people from across the country. Clearly, the days ahead aren?t going to be just pegged on micro issues. Or even macro issues. India is now expecting a different and a more accountable stance from its leaders. Our Swiss cheese marine borders woke up a part of civic India that was dormant and is now hurt and calling for a change.
In fact, with ?Bharat Nirman? and a slew of other ministries regaling the public with mass happiness, I am sure the opposite camp would have long since considered puncturing this emotional zeppelin with the needle of reality. After all, do unto others what others do unto you.
My own ?India Shining? campaign, despite its honest-to-goodness genesis, was mercilessly impaled and crucified at the doorstep of the aam aadmi. But then, there lies the power of political advertising and the pen becoming truly mightier than the sword. Of course, all the warring factions know the history of 2004. And therefore all the above is but an understood matter of hygiene to everyone with their hats in the ring. Including today?s Budget and its overt skew towards bulk appeasement. So what will be the advertising heavy artillery that will pound us citizens with? What will be promises, hopes, and other howitzers that will boom across our vast lands?
I personally think every party would more or less play the same jingle. About security, stability, trust, Indianness, and secularism. Given the problems of our country, the right route lies in putting deadlines to what they promise. At least then they are holding themselves accountable. But is there one party that can step up and promise the complete termination of one major national worry? Can any one thump the table and promise that it will eradicate poverty in three years? Can any of them say that corruption will be exterminated in 365 days? Can any of them promise plentiful power in five years?
Or can any of them find me a place to park my car? I doubt not.